Converting three times as many visitors into leads
Conversion Optimization with Kolibrie Next
Kolibrie Next and Sping regularly conduct A/B tests. One of the successful tests was about festival jobs. Our goal was to attract more visitors who are looking for festival jobs throughout the year.
What did we test?
Our hypothesis was: If the Kolibrie Next website shows logos of famous festivals and an accompanying contact request form on the festival jobs page. Then visitors are more likely to leave their contact details via a contact form because visitors can see even during the winter period which festival jobs you can work through Kolibrie, and they can be notified when these are available again.
How did we come up with this hypothesis?
Google Analytics indicated that the bounce rate on the festival jobs page was higher compared to other pages. Therefore, we analyzed a number of screen recordings of that page using Hotjar. This immediately made it clear that when a user searched for a festival job out of season, few options appeared. All the cool summer festival jobs were not visible.
What was the goal of the test?
The goal was to get visitors to sign up, so the number of interested users became visible.
Which tools did we use?
For this test, we used Visual Web Optimizer (VWO) to perform the test. Custom Javascript code can be used to place a form and the logos on the festival jobs page.
What did we achieve?
Visitor to lead conversion increased by 270% after adding a section with logos and a short form with a call to action.
Version A: original: (left)
Version B: Festival logos and form (right)
What did we learn?
It's important to ensure that your page answers relevant questions a visitor has. In this case, visitors wanted to know at which festivals they could work. After adding the logos, the possibilities for a festival job through Kolibrie Next became clearer and more attractive. The contact form allowed users to easily and directly express their interest throughout the year.
Curious about how to tackle an A/B test?
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